MIDDLETOWN — After three years in business, Cake, Batter & Roll owner Lindsey Chartrand has made the tough decision to close the bakery located one block up from Main Street at 124 College St.
She launched the brick-and-mortar store in December 2020, offering breakfast and lunch items, homemade breads and various desserts.
“They say for this type of business to give yourself three to five years to succeed, so from the very start, I gave myself three. I wasn’t going to keep hanging on for 10 years,” Chartrand said. “My goal was to always be realistic.”
Her last day in operation will be Oct. 29.
During the last couple of months, she examined her finances and Cake, Batter & Roll’s growth over the last year. “It hasn’t been enough," she said. "I’ve been, despite my best efforts, pretty stagnant with the sales over the last 12 months.”
Chartrand realized the bakery wasn’t sustainable, she added. The reason is unclear, although she considered that it could be the location, the product or another reason. “I can’t pinpoint exactly what it is," she said. "Despite being literally a stone’s throw from Main Street, it’s made it harder than I thought it would be.”
These days, Chartrand said, it’s convenient and often less expensive for people to shop online or visit the grocery store for food and baked goods. “While many people can appreciate the difference in quality when it comes to food — grocery store versus me — in the end, it is hard for people,” she said.
In today’s fast-paced world, with employees often working long hours, Chartrand said, shoppers can’t necessarily patronize a number of businesses for their needs. “Our lives are so busy.”
While Chartrand was grateful for each and every customer, and there are myriad reasons for less foot traffic, “they truly think they’re supporting because they show up. I get it: You have the best intentions, but … telling your friends to come to me is helpful,” as is patronizing the bakery, tagging people on social media, and word of mouth, she said.
“I was hoping to capture more of the corporate [employees] around here, but a lot of these offices are still pretty empty,” following the height of the pandemic, perhaps because many still work from home, Chartrand said.
Her recent approach to the food truck business was “more quality over quantity of events." As such, the mobile bakery goes to private events and birthday parties.
Before she opened the storefront, the food truck’s busy season was fall and winter. “We did holiday parties and that kind of stuff," she said. "The slow season was spring and summer, so I had the flexibility of doing less hours there and opening the truck, and vice versa."
Exiting the business will be difficult, Chartrand said, however, “I’m oddly at peace with it. … This was my dream from very young to have my own place, and while, from start to finish, seven years — I did it. A lot of people don’t do that and take the leap.
“I don’t have a lot of regrets,” she added. "I tried so many different things and networked with people and put myself out there. … I couldn’t think of much more else to try — at least within reason. I wasn’t going on [the TV show] Shark Tank,” Chartrand said with a hearty laugh.
“I’m very sad inside, and having conversations with my regulars is very heartbreaking,” she added. “I learned a lot. Time for a new chapter.”
As for what’s next, the owner would like to stay in the food business, even if it means bartending, waitressing or event coordination.
“I’m open right now to see where my experience will bring me,” Chartrand said.
She will most miss the customers, as well as their warmth. “That’s what made it truly feel welcoming and almost like an extension of my home, and getting to know people over the last three years.”
Meanwhile, Chartrand urged people to frequent small businesses, and let people know how much they like them. “Word of mouth is amazing," she said. "People always say it, but they don’t know the power of word of mouth. You have someone you know who gets all their birthday cakes from us telling you that they’re delicious."
Chartrand offered “huge” thanks “to every single person who has supported us,” on her Facebook page. “You have no idea how much it means and I’ll never forget it.”
She is selling the food truck, as well as items such as a vegan couch, double-door fridge, freezers, mixers, tables, furniture, bar stools and more, although they’re going quickly. Those who are interested may email cbrbakery@gmail.com.
For more information, visit Cake, Batter & Roll on Facebook or call 860-788-6267.
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October 15, 2023 at 04:08PM
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Cake, Batter & Roll owner to close Middletown bakery, sell food truck amid 'stagnant' sales - Middletown Press
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